Cigna

Geometry Holiday Tangram App + Card

Using the core design elements of the Geometry Global identity, this interactive holidaycard enabled recipients to spread their own holiday cheer by creating festive images celebrating the holiday season. Those same festive images could then be shared on Facebook, Twitter and via email.

To reflect our global network the card was translated into six languages, and could be enjoyed on a desktop, tablet and mobile phone (using Chrome, Internet Explorer 9+ or Firefox 4+).

To accompany the digital component of the Holiday card we also created a physical printed piece that included a 6 x 6 magnetic board and (32) kiss cut magnetic triangles allowing recipients to create festive images much like the digital app.

Moments of Grandeur App (Moet)

This work was developed as part of a proposed program to create an integrated Q4 activation concept in the off-premise space to help enhance the in-store experience and get shoppers in the mood to splurge. The premise of the concept was based on Moet & Chandon leveraging not only their partnership as the official champagne of New Year’s Eve Times Square but better yet becoming the official sponsor of all "Moments of Grandeur," which we defined as being any momentous life event we are fortunate enough to experience throughout the year, worthy of the highest level of celebration.

Asics Super J

The challenge here was to introduce a game-changing new player in the natural running category of high performance shoes for Asics.

The human foot is made for a wide range of movement. Its 26 bones and 19 muscles enable it to move fluidly, back and forth and from side to side. Most running shoes inhibit this movement—and a natural stride—with a restrictive structure, or with a form that is simply too heavy, bulky or cushioned.

The Asics J33 features revolutionary Fluid Axis technology that supports a full range of foot motion in a remarkably lightweight shoe. It frees your foot to move more naturally, which makes running feel more effortless.

An obstacle that we needed to overcome in this project was the "J" from "Super J" really had no concrete meaning and was arbitrary at best. Therefore, we needed to establish an association of performance qualities or benefits that we could connect to the "J". To do this we created the simple formula leverage the two greatest features of the "Super J," that being engineered stability + light weight material.

We then created a visual representation of these two qualities and brought them to life within the "J" itself, therefore allowing the letter "J" to transform from an inanimate object to a letter that comes alive and serves as the hero of the creative.

TWC Business

I co-lead an effort to explore how TWC Business could refresh their identity system to become closer aligned with the TWC Retail brand visual identity in order to create a more coherent brand presence across all the different TWC disciplines.

LG

This project required the development of an icon system that supports LG's interest to expand and enhance their brand permissions in the healthcare space and reinforce their reputation for innovative, leading technology. From the consumer perspective the goal was to achieve increased awareness around the icon set and familiarity with the technological features each represents in order to provide reassurance and further reason to buy an LG product.

Humalog

Develop a physical piece of communication that features the updated visual identity system and shares the brand strategy, values, benefits and assets in an arresting brand book, telling the story of mealtime insulin through patients’ voices, and articulates Humalog’s role as a source of practical advice and realistic hope for people with diabetes.

Belvedere Alchemy Promo T-Shirt

Belvedere Vodka

With the goal of acquiring 10% of Grey Goose domestic market share, the LVMH owned Belvedere Vodka brand was looking to reposition itself in the on- and off-premise environment while maintaining a cohesive alignment with the newly adopted above the line creative work. I co-managed a creative team that proposed a set of conceptual, creative and strategic program ideas and application tactics in order to solve for the ask and add this premium brand to the current client list.

Strongbow Hard Cider

Recognizing an emerging trend of consumers enjoying the taste of hard cider as alternative to or in addition to a wine and beer occasion, Heineken USA (HUSA) recently acquired a known cider brand from the UK, with the intention to reposition the brand image and launch domestically, in an attempt to try to gain leverage in the expanding cider category. To initiate the launch, I co-lead the creative team that developed the core set of brand elements, delivered a photoshoot to capture ownable imagery and established the initial look and feel to align with the newly adopted brand strategy.

Asics GT Series

Running isn’t a hobby. It’s a pursuit. The pursuit of faster or farther, certainly. But also the endless pursuit of your strongest, best self.

We get that. And the proof is in the ASICS GT Series. It’s the award-winning line that continues to use innovative technology to propel runners everywhere. And as easy as it would be to take a breather, we just keep making the GT line better and better—informed and inspired, of course, by the runners who wear it.

Because just like running, innovation is a pursuit that never ends.

G2 Newspaper

Additionally, the purpose of this piece was to establish a visual format for this ongoing series of newsprint communications intended to be released seasonally throughout the year and feature relevant agency focused content.

G2 Brand Manual + Collateral

I was asked to lead an effort to update the existing visual identity system for the G2 global network of agencies, to create a more contemporary perception of the company both internally and outward-facing, while aligning with the newly developed agency brand positioning.

Our goal was to establish a clear set of system parameters for applying all the core brand elements, to develop a graphic language for visualizing data and create a library of template guidelines to ensure consistency across all agency materials and communications.

Due to the scope of this refresh, the primary challenge required that we consider the user experience for not only the creative teams within the agency but for all non-creative employees as well. Therefore, the end result needed to yield a system that while detailed and complex was practical to implement and simple, functional and intuitive to use.

Elastic City

Elastic City provided a unique opportunity to create an evolving identity for a company offering sensory-based and poetic walks throughout New York City. The walks are experience-driven rather than fact-driven and are rooted in the rich, cultural history of performance art. The final solution yielded an modular visual identity consisting of both two fixed and two variable elements, allowing for an infinite amount of generated combinations and reflects the poetic, perpetually changing nature of the city.

Heineken USA Headquarters

In 2011 HUSA (Heineken USA) relocated it's North American corporate headquarters to the 11th and 12th floors at 360 Hamilton Avenue in White Plains, New York. We were asked to collaborate with the architect to help create a fully branded environment, that both honored the brand's rich heritage and leveraged the ever expanding portfolio of brands.

JM Architects

Develop a unique and ownable identity solution for an independent architecture firm whose primary focus is in residential construction and development. However, taking into consideration plans for the firm to expand its offering into the areas of artisan goods and products, building contractors, and community-based programs for the future.

LKJ Invite

This poster/mailer was created in the spring of 2008 to promote a one night show in NYC by the legendary poet/musician Linton Kwesi Johnson. As a fan for many years of LKJ's poetry and musical arrangements, I was honored to have the opportunity to help out. Rather than settle for the standard postcard mailer and looking to achieve impact and interaction, I proposed a postcard size mailer printed on newsprint weight paper that unfolded into a poster.

The hero visual for the poster side of the piece comprised of the entire lyrics from one of LKJ's songs arranged in order to create his likeness when viewed from a distance, therefore yielding a man of words.